School Values Are Your Brand
Imagine walking into a school where every wall, every event, and even the students themselves radiate a sense of purpose and identity, and demonstrate the school values at every turn.
However, this isn’t just any school; it’s a school that understands the power of living its school values, and in the marketing world, you’ll understand it as branding.
For example, think of a famous school that has a long history. What carried it through? That’s right, it’s values.
Similarly, schools can harness branding to create a unique identity that resonates with students, parents, and the community.
Let’s dive into how
The Concept of Branding in Education: School Values
First and foremost; branding has never just been about businesses, think about any one-hundred plus year old institution and you’re focusing on the reputation, its brand.
Additionally, at its core, branding is about creating an emotional connection. For schools, it’s about connecting with students, parents, and the community on a deeper level. It’s not just about a logo or a catchy motto; it’s about encapsulating the essence of what the school stands for.
The Pillars of a Strong School Brand
- Vision and Mission: Think of this as the compass guiding your school. A clear vision and mission statement not only provide direction but also give everyone a sense of purpose. Always go back to your school values for clear guidance.
Actionable Tip: Host a series of workshops with staff and key stakeholders to craft or refine your vision and mission.
Make it concise, memorable, and impactful.
- School Culture and Values: What are the non-negotiables at your school? Maybe it’s community service, academic excellence, or fostering creativity. These values shape the student experience.
Actionable Tip: Create a “values wall” in a central location, showcasing stories and achievements that align with these values.
- Visual Identity: Consistency is key. Whether it’s your school’s newsletter, website, or uniform, a consistent visual identity fosters recognition.
Actionable Tip: Invest in a professional design guide, detailing colours, fonts, and logo usage.
Unique Selling Proposition (USP)
Firstly, schools are not products.
We don’t view them in the same way we view tangible products like computers or cars, with a list of extras designed to attract the customer.
As they say at Yellow Car, the fundamental questions that families have;
- Will my child fit in?
- Will my child make friends?
- Will my child transfer successfully onto the next stage in their journey?
- Will my child be safe?
- Will my child learn anything?
However, it’s the way in which schools achieve these outcomes that then matters to families, and this is where our school values come into play.
Actionable Tip: Conduct a survey among students and parents to identify what they value most about your school to ensure it’s in line with your own values and goals.
The Role of Storytelling in School Branding
As former principal of St Michael’s College, Mr John Foley says Every school has stories waiting to be told.
Maybe it’s a UOI project that really highlights student growth, or a community outreach project where students are working with the local community.
Sharing these narratives of growth and development not only builds pride but also strengthens the emotional bond with your brand.
Actionable Tip: Figure out a way in which students and teachers alike can share these stories with the wider community, in a way in which doesn’t encroach too much into their already busy lives.
Branding isn’t a one-person show. It’s a collaborative effort.
- Students: You might shy away from calling your students brand ambassadors, but you would certainly be proud to see them promoting our school values.
- Have discussions with your students about what it means to live the values of the school, help them become aware of how important your values are.
- Staff: Teachers and staff interact with the brand daily. Their insights are invaluable.
- Parents & Alumni: Their perspective can offer a fresh look at your school’s brand.
Actionable Tip: Host a “values brainstorm” session. Use feedback to refine and strengthen your brand.
The Impact of a Strong Brand on Student Recruitment
Your brand, i.e. your school values, are your most powerful recruitment tool.
Parents and students are more likely to choose a school that resonates with their values and aspirations. When your school’s brand aligns with their vision, the decision becomes a no-brainer.
Measuring the Success of Your School’s Brand
How do you know if your branding efforts are paying off?
Look beyond enrollment numbers. Gauge alumni engagement, community partnerships, and feedback from parents and students.
Actionable Tip:
Start to measure the number of families that apply, and how many are rejected after application.
If your values are clear, and promoted correctly, two things should happen, your overall application rates may decline, but your rejection rates should also significantly decline as you attract more of the right type of families.
Conclusion
Branding is more than just a marketing buzzword; it’s the heartbeat of your school. It’s the stories you tell, the values you uphold, and the vision you’re working towards.
So, embrace the power of branding and watch as it transforms not just your school’s image, but its very essence.
Call to Action
Ready to embark on your branding journey?
- Start by assessing your current brand.
- Gather a team, seek feedback, and dream big.
- And if you ever need guidance, remember that the world of branding is vast, and we at Teaching 2 Fish are ready to help you navigate it.
